Warner Bros. Discovery is bringing Looney Tunes back to the Olympic stage for the Olympic Winter Games with a multi-pronged initiative spanning live activations, consumer products, collaborations, and original content. The effort builds on the franchise’s long-standing connection to sports and follows the Olympic licensing collections launched in 2024.
On-site activations in Milan will include two major live moments: a visual installation designed to connect fans with Olympic streaming coverage on HBO Max, and the Official Olympic Pin Trading Center, redesigned with a Looney Tunes look and feel. The Pin Center, created through a licensing collaboration between Warner Bros. Discovery, Honav USA, and the IOC, is open through Feb. 22 at Via Carlo de Cristoforis 1.
Consumer products and brand collaborations also play a central role. Warner Bros. Discovery Global Consumer Products will debut a Looney Tunes-inspired collaboration with snowboarding brand Burton. In addition, United Colors of Benetton, in partnership with Warner Bros. Discovery Global Consumer Products and the IOC, has launched a kids’ Olympic capsule collection combining Looney Tunes characters, Olympic themes, and Benetton’s signature color palette.
The Looney Tunes presence extends across broadcast and streaming platforms through Eurosport and TNT Sports, with coverage available across Warner Bros. Discovery platforms in mainland Europe, the U.K., and Ireland. Integration includes recurring segments such as “Looney Tunes: Sports Made Simple” and “Sports Talk with Bugs Bunny,” which appear during Olympic coverage.
Daily programming will also feature the Looney Tunes Watch Party, a character-driven segment hosted by Bugs Bunny that highlights key moments from the Games. The segment will air across linear and digital platforms, adding a family-focused layer to Olympic coverage.
Throughout the Games, Looney Tunes content rolls out across linear television, digital platforms, and on-site screens, including placements on Eurosport, Cartoon Network, and social and video channels tied to the Looney Tunes and WB Kids brands. Content will be localized in multiple languages to reach audiences worldwide.
